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Maintaining Brand Consistency at Trade Shows

By: Rob Murphy
Posted: May 4, 2011, from the May 2011 issue of GCI Magazine.

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There’s a lot of competition at trade shows, and many companies think creating an exhibit that gets passers-by to say “Wow!” is the ticket to generating traffic. While you certainly want your exhibit to be impactful visually, it’s critical to make sure your brand doesn’t get diluted in the process. Instead, focus on creating clear, concise messages that support your brand’s attributes and will resonate with the target audience. Also, don’t just focus on the technical features of a new product. Make it clear how those features meet a specific need for the attendee. Here’s the bottom line: When it comes to exhibit design, looks are important, but using the booth to clearly communicate the business value your company’s products or services bring to the table is what resonates. The reality is that while you may think a booth is all about your brand, it’s really about the audience you’re trying to reach.

And the most successful brands are those that maintain a clear identity, offer powerful, compelling experiences and deliver the right message to the right person. Taking steps to strategize and build consistency across all communication channels, including presence at trade shows, will go a long way toward building the credibility and awareness needed to drive your business.

Rob Murphy is the chief marketing officer of MC², leveraging 20 years of experience in experiential marketing, exhibit design, video production and multimedia content. The company is a nationally recognized leader in the exhibit and event marketing industry, specializing in design, production and management of integrated marketing programs—including events, exhibits, permanent and road show environments and executive briefing centers.;